Indeed, this all goes to the point that the regular retail customer, if they become disillusioned en masse due to fees, can be bad business for a bank. That's why they should take some concern to the fees issue.

I think this exemplifies the main point of the article -- it really is about fees. Even if customers are happy with most of the services offered, the fees can be a determining factor in customer loyalty.

I'm also having a big issues with fees. My bank limits the number of ATM swipes, so if I go over a certain number of swipes, I'm hit with a pretty high fee. I'm considering changing banks because of this issue even thought I'm pretty happy with the services offered by the bank.

I have to agree with this. Along with convenience (hours of operation and availability of online/mobile service), the fees are the main reason I made a banking switch almost two years ago now. My situation was more complicated as my branch was simply not processing deposits as quickly as they should have (up to a week it took to process deposits), and I ended up getting a number of overdraft fees for my pre-scheduled online payments. I made the switch to a bank that does not charge me a monthly fee on my checking account and does not have high overdraft fees. It really is all about the fees!